Video management systems are getting a boost after Comcast subsidiary thePlatform and Adobe are joining together to integrate thePlatform's systems with Adobe Primetime. The move will bring the companies together to sell the combined product to their clients.

thePlatform is not new to partnering with larger companies, after it teamed up with NBC Sports to provide the broadcast network with its services to live-stream the 2014 Winter Olympics in Sochi. Adobe was also part of that project that enabled NBC's Live Extra streaming app to function better and with more options.

"Behind the scenes, our two companies are often at the table together for the biggest initiatives in online video. Today's announcement strengthens that alignment," thePlatform CEO Ian Blaine said in a joint press statement from the two companies.

"We expect great things from this deep product integration and joint-selling relationship," he added.

Adobe Primetime's main role in the joint operation is to provide for the inclusion of ad insertions and ad decisioning, in addition to helping to have functionable and accessible analytics of viewers.

That could be even more good news for the media industry, which is seeing exponential growth in smartphone viewing of online video. With streaming online becoming a major facet of media and online viewing, the joint venture could be a litmus test for other companies considering joining forces on similar projects.

Primetime is ahead of the curve in many ways and adding the video management system could help keep the cloud-based ad insertion vendor ahead of its time.

Analysts believe that the new partnership will enable users to access and pay for a number of subscriptions through one means, and this could help to increase packaging pricing slightly in order to deliver a higher quality service.